An Interview with Brianna Derrera, Executive VP, Marketing & Operations at Riderflex - Merchandising & Gifting

Can you tell us about your career progression at Riderflex and how you've shaped the marketing and operations in the B2B merchandise and gifting space?

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A: Certainly! I started at Riderflex as a recruiter focused on placing marketing and operations professionals. As we expanded into B2B gifting and merchandise, I transitioned into managing both marketing and operations. My role now involves everything from brand strategy for our merchandise to ensuring our gifting solutions meet our clients' needs.

What unique strategies has Riderflex adopted for marketing in the merchandise industry?

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A: We focus heavily on content marketing that educates our audience on the value of corporate gifting. We've also embraced association marketing, partnering with events and companies to showcase our custom merchandise. SEO, especially for terms like "corporate gifts" or "branded merchandise," plays a crucial role in our digital strategy.

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How does Riderflex ensure the quality and appeal of its merchandise offerings?

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A: Quality control is paramount. We work closely with our suppliers to ensure our merchandise not only looks good but also represents the brand ethos of our clients. We frequently update our product lines to include innovative and eco-friendly gifting options, aligning with current trends in the B2B gifting sector.

Can you share a success story where your marketing strategy significantly boosted a campaign or product launch in the merchandise space?

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A: One of our most successful campaigns was around holiday corporate gifting. We launched a limited edition line of eco-conscious products. The marketing campaign emphasised sustainability, which resonated well with our audience, leading to a significant increase in orders and new client acquisitions.

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What challenges do you face in the B2B merchandise market, and how do you overcome them?

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A: The main challenge is differentiation in a saturated market. We overcome this by personalising our offerings and providing exceptional customer service. We also leverage data analytics to understand what gifts truly engage recipients, allowing us to tailor our merchandise accordingly.

How do you see the future of B2B gifting and Riderflex's role in it?

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A: The future is all about personalization and digital integration. We're looking at how AR can enhance the unboxing experience or how data can predict the perfect gift for employee recognition or client retention. Riderflex plans to lead by continually innovating our product line and enhancing how gifts are experienced and perceived in the corporate world.

Any advice for businesses looking to get into or expand in the B2B merchandise and gifting industry?

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A: Understand your audience deeply. Corporate gifting isn't just about giving a product; it's about creating an emotional connection. Also, stay adaptable. The market changes, and so should your product offerings and marketing tactics.

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